On one level the “it’s just coffee” mindset is the old school, World War II, canned coffee for 25 cents with free refills idea — that whole culture of American coffee that it’s an industrialized nation and coffee’s the fuel for it.

The other side of it is people that don’t resonate with words like hipster or foodie — it’s something they don’t relate to and if you don’t relate to it, you can be put off by it or be defensive.